Mars Drinks & Treats (MD&T) is expanding its popular range of Mars branded milk drinks with the launch of Mars Milk Drink White, a new white chocolate, malt and caramel flavour milk drink, alongside the reformulation of its original Mars Milk Drink to make it HFSS compliant.
The launch of Mars Milk Drink White offers shoppers a new white chocolate, malt and caramel flavour, further expanding the range of great-tasting, no-added-sugar and HFSS-compliant dairy drink options.
The move comes as the UK flavoured milk category continues to grow, now worth £898.3 million, with sales up 12.6%. Chocolate flavoured milk alone is worth £167.5 million, accounting for 19% of total category sales, with sales up 5.7%¹.
Alongside this, the reformulated original Mars Milk Drink means shoppers can continue to enjoy the familiar Mars chocolate, caramel and malt flavour, while retailers benefit from a recognisable, established product that is now HFSS compliant. The reformulation has also been supported by a refreshed packaging design.
Kerry Cavanaugh, General Manager at Mars Drinks & Treats, says: “We know retailers are balancing demand for great-tasting, recognisable brands with the need for HFSS-compliant choices. By reformulating our original Mars Milk Drink to join our HFSS-compliant range, including Galaxy and Twix Milk Drinks and our full range of cans, we’re helping retailers continue to offer a much-loved product while meeting those needs.
“The launch of HFSS-compliant Mars Milk Drink White combines a trusted brand with an emerging flavour trend, bringing fresh excitement to the category. This helps retailers to align with government guidelines on healthier food and drink choices while continuing to tap into the growth of flavoured milk.”
Mars Milk Drink White is a white chocolate, malt and caramel flavour milk drink with no added sugar, suitable for vegetarians. Mars Milk Drink White 350ml launches in the convenience channel from September 2026. RRP £1.69. Mars White 400ml launches in ASDA from November 2026. RRP £1.60.